Universitat Internacional de Catalunya
Communication Theory
Teaching staff
In order to make an appointment, please email the professor
Introduction
The various intellectual discourses, theoretical models and research methodologies that have accompanied the emergence and development of the different media cannot be summarised in one major, complex theory, nor in one single definition of the term communication. In light of this evidence, in this subject we will take an introductory look at a selection of theories that have sought to explain the media world. Through guided self-learning, students will critically analyse the main theoretical and methodological concepts that have served as a compass in this space of dialogue and discussion that has always characterised Communication Theory.
Pre-course requirements
No pre-course requirements are needed to enrol in this subject.
Objectives
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The aim of this subject is to help students become familiar with the broad field of theoretical and methodological media thought.
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The historical background and comparative topics on which this subject is based intend to endow the students with the analytical tools needed to critically discuss the various dimensions of the current dynamics of digital communication ecosystems.
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Furthermore, this subject aims to spark the students' interest in intellectual work and their desire to become capable of developing their own analytical and critical thoughts.
Competences/Learning outcomes of the degree programme
- 19 - The ability to memorise
- 81 - Ability and capacity to perform the duties carried out by the media department
- 82 - The ability to define and manage a communication budget
- 83 - The ability and capacity to give form to a creative message
- 98 - To skillfully manage terminology in English related to Communication
Learning outcomes of the subject
The studients:
- Manage the various theories that attempt to explain the operation of the communication process in all its dimensions (sender, message, channel, receiver, use, effect, etc..)
- Understand the theoretical and practical development of the advertising phenomenon and public relations.
- Approach the theoretical framework and practical assumptions messages, media and subjects.
- Reflect on the proper conduct of advertising and public relations criteria of good craftsmanship.
Syllabus
PART 1: COMMUNICATION THEORY: FOUNDATIONS AND EVOLUTION
Topic 0: The social sciences and mass communication theory
0.1. What do we understand by "science"?
0.2. Social sciences versus natural sciences.
0.3. What do we mean by "communication theory"?
Topic 1: The first era of media theory
(A) The theory of mass society
1.1. Historical framework: A new social and media order.
1.2. Two mass society theorists
1.2.1. Gustave Le Bon.
1.2.2. Ferdinand Tönnies.
1.3. Main assumptions of the theory of mass society.
1.4. Contributions and limitations of the theory of mass society.
1.5. Current forms of the theory of mass society.
Topic 1: The first era of media theory
(B) The theory of propaganda
1.6. The origin of propaganda.
1.7. Propaganda and the development of media theory.
1.7.1. Harold Lasswell.
1.7.2. Walter Lippman.
1.8. The Institute for Propaganda Analysis and the seven basic techniques of propaganda.
1.9. Contributions and limitations of propaganda theory.
1.10. Current forms of propaganda theory.
Topic 2: The second era of media theory: Limited effects theory
2.1. Origins of the limited effects theory.
2.2. Carl Iver Hovland: Experiments on attitude change.
2.3. Paul Lazarsfeld: Two-step flow theory
2.4. Limitations of the limited effects theory.
2.5. Contributions of the limited effects theory.
2.6. Current forms of the limited effects theory.
Topic 3: The third era of media theory: Critical and cultural theories
3.1. The cultural turn in media research.
3.2. Frankfurt School.
3.3. British cultural studies.
3.4. Limitations of cultural and critical theories.
3.5. Contributions of cultural and critical theories.
Topic 4: The fourth era of media theory.
PART 2: DESIGN, ELABORATION AND PRESENTATION OF A RESEARCH PROJECT ON COMMUNICATION
Design of a research project on communication.
Approach and justification of research topics and questions.
Methodologies for communication research.
Analysis of empirical data.
Presentation of the results of the research project on communication.
Teaching and learning activities
In person
| TRAINING ACTIVITY | ECTS CREDITS |
| Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. | 2.4 |
| Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. | 1.0 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 0.8 |
| Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. | 0.6 |
| Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product. | 1.2 |
Evaluation systems and criteria
In person
- Examen BLOQUE 1: 60% (November 2021)
- Trabajo BLOQUE 2: 40%
* To pass the course you must present the two parts.
** The spelling rules of the Faculty shall apply to all tests and assignments.
*** To pass the second call is necessary to accomplish all assessment activities not approved in the first call.
Bibliography and resources
Baran, S. J. & Davis, D. K. (2011). Mass Communication Theory. Foundations, Ferment, and Future. Wadsworth.
Noelle-Neumann, E. (1995). La espiral del silencio. Opinión pública: nuestra piel social. Barcelona: Paidós.
Scheufele, D. y Moy, P. (2000). Twenty-five years of the spiral of silence: A conceptual review and empirical outlook. International Journal of Public Opinion Research, 12 (1), 3-28.